Amul advertisements capture the essence of India

Amul advertisements capture the essence of India

The Gujarat Co-operative Milk Marketing Federation (GCMMF) has been bringing out one of India's most creative and compelling advertisement campaigns covering the entire spectrum of the country's business, politicians, sports and entertainment.

The Federation, which markets its products under the brand name Amul, has been running catchy advertisement campaigns since 1966.

Amul's longest running advertisement campaign has also found a place in the Guinness Book of World Records. The 'Amul baby' in the ad is a chubby girl usually dressed in polka dotted dress.

Sylvester daCunha designed the first ad campaign for Amul Butter. Thanks to Dacunha Associates, these punchy advertisements have been entertaining us since the last five decades.

Amul advertisements capture the essence of India

Amul advertisements capture the essence of India

Kerala Chief Minister V S Achutanandan may have come under attack for calling Rahul Gandhi an 'Amul baby', but GCMMF has lapped it up with a new advertisement whose punchline is: 'They both are Amul Babies!'

Achutanandan had recently hit back at Rahul who had referred to the 87-year-old CPI-M stalwart's advancing age during a poll campaign, saying he had come to Kerala to campaign for 'Amul babies', as the Congress leader himself was an 'Amul baby'.

Quick to capitalise on the chief minister's diatribe, GCMMF has come out with the ad conceptualised by DaCunha Associates, a Mumbai-based ad agency associated with the co-operative since 1966.